Practical guide to picking the best attribution provider

Quality app attribution analytics is a key to driving growth for mobile apps and ensuring a steady flow of revenue. According to the analytical company Mobbo, 80% of the apps in top 500 on iOS have implemented SDK for tracking attribution. If you haven’t yet implemented an app analytics instrument, you might be lagging behind the majority of players on the market.

There are not that many attribution solutions available, mostly because Google and Facebook, the biggest ad networks, work only with selected partners. Finding an optimal solution among those available on the market can be challenging. The team of Mobile Growth Stack created a guide for selecting the right app tracker, with a list of requirements that developers need to be aware of to make better choices. Saikala Sultanova, the Head of User Acquisition at Ubisoft, has helped with this task.

The table below shows the requirement on the left and Sultanova’s assessment of its importance on the right, on a five-point scale.

Postbacks for all events (inc. custom events) & available to pass back all events to networks

5

Re-engagement ads attribution

5

Push notification tracking

4

Impression tracking reporting

5

View through attribution

5

Universal uninstall for iOS & Android

5

Is campaign name prefixing required? For example, with some tracking solutions, prefixes are required to routing attributions to the right trackers e.g. SMARTLY, TPN, TAP.

5

There is more to selecting the best possible attribution provider:

The best time to start looking for an attribution provider is as soon as possible after the app launch. There are some free services to start with: Google/Firebase, Facebook, Kochava SDK, etc. However, free solutions come with certain limitations and often require to share some valuable data.

If developers are looking into promoting an app on Facebook, it is important that the attribution partner would be among the Facebook Measuring Partners, to make sure that the service has access to Facebook click data, and the developer doesn’t pay the same IFGA/GAID twice to different channels.

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